Food Protection Trends - July/August 2019 - 317

sylvain Charlebois,1 Caitlin Cunningham,1
Isabelle Caron,2 janet Music1
and simon somogyi3

peer-revieWed article
Food Protection trends, Vol 39, No. 4, p. 317-325
Copyright© 2019, International association for Food Protection
6200 aurora ave., suite 200W, Des Moines, Ia 50322-2864

Faculty of Management, Dalhousie University, 6100
University Ave., Halifax, Nova Scotia B3H 4R2 Canada
School of Public Administration, Dalhousie University, 6100
University Ave., Halifax, Nova Scotia B3H 4R2 Canada
3
Faculty of Agriculture, Dalhousie University, 6100 University
Ave., Halifax, Nova Scotia B3H 4R2 Canada
1*

a review of food recalls in canada:
a Nationwide Survey
abStract
this study examined the Canadian food recall system
from the consumer perspective through an online survey
to determine whether recall fatigue is a problem among
consumers. Recall fatigue occurs when consumers
are inundated with such an excess of information on
food recalls that it causes apathy toward food safety.
Optimistic bias, the belief that others are at risk, but not
one's self, also contributes to recall fatigue, which can
lead to public health risks. Results indicate that although
consumers generally have some knowledge of food
recalls, they do not retain or subsequently internalize
information about all food recalls. Results also indicate
that Canadians have confidence in the current recall
system. However, Canadians across all demographics
place the responsibility for food safety on others, namely
the federal government. Despite the fact that foodborne
illnesses can originate in the home, the majority of
Canadians believe they are more likely to occur as a
result of actions taken before food reaches their home.
the combination of apparent information overload,

optimistic bias and inaccurate risk assessment regarding
food recalls puts Canadians at risk of recall fatigue.

INTRODUCTION
Recall fatigue occurs because of excessive recall information demanding consumer awareness, which results in
apathy toward further safety measures (3, 13). Consumers
may begin to ignore information about recalls as the result
of repetition (2). In any recall event, the issue applies only
to a subset of the population - those who have purchased
the contaminated product (8). Therefore, recalls do not
affect all consumers equally, creating an ambiguous sense of
security among consumers. Nevertheless, there is evidence
that consumers affected by recalls fail to act upon recall
information if consequences in the form of foodborne illness
are not perceived as greater than the warranted action (11).
In addition, consumers can lack important distinguishing
skills to determine if recalls apply to their purchases. In many
cases, consumers become overwhelmed by excessive information, are confused or misunderstand information that is
highly technical, or believe that the information they receive

*Author for correspondence: Phone: +1 902.222.4142; Fax: +1 902.222.4142; Email: sylvain.charlebois@dal.ca

July/August Food Protection Trends

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http://www.foodprotection.org/files/food-protection-trends/jul-aug-19-charlebois.pdf

Food Protection Trends - July/August 2019

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